Petainer recruits customer advocates

Specialist plastics packaging technology business, Petainer, has recruited two independent ‘customer advocates’ to support its sustainable development initiatives – particularly expansion of its recently-launched family of ‘one way’ recyclable PET kegs.

Axel Hartwig and Werner Sauer, two high-profile German brewers and maltsters, will work on new initiatives alongside Petainer personnel and customers, acting as an independent link between the customers and the company.

Werner Sauer worked at Flensburger Brauerei from 1986 to 2009, most recently as the company’s chief technology officer. Axel Hartwig also spent much of his career at Flensburger Brauerei, starting work there in 1999 and leaving in 2009 as R&D executive. Between them they have more than 25 years of practical experience in the brewery, beverage and food technology sectors.

In 2010 the two men launched brewing consultancy firm Sauer & Hartwig Technologie GmbH & Co. KG (

Nigel Pritchard, chief executive of Petainer, said: “Axel and Werner will provide valuable insight and effective support to the business. They will assist us to respond to both ‘market pull’ and ‘technical and scientific push’.

“We believe they will add significant value to our customers, both current and future, by giving us an independent ‘customer perspective’ at the heart of our operations.”

Axel Hartwig said: “Werner and I are excited by the opportunity to play a role in the development of the next generation of packaging in a market which is increasingly aware of environmental issues. Petainer is taking a lead in this market and we will be helping the company to meet customer needs in an environmentally sustainable manner.”

Petainer is focused on developing sustainable technologies. It aims to support brand owners in their drive to lower their carbon footprint by offering customers an ecological packaging alternative that also boosts sales.

Nigel Pritchard added: “Successful sustainable development businesses marry the commercial needs of the consumer and the market to technical and scientific solutions, creating a practical and pragmatic partnership.

“The current Petainer keg family already offers a significant breakthrough in the sales and marketing of volume beer, wine and other beverages. It opens up new channels and markets and provides a step change in environmental performance – as well as reducing costs and improving cash flow.

“We aim to further enhance its benefits through continuous development. Axel and Werner will play a key role in this.”

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